The Importance Of Transparency In The Fresh Department
by The Nielsen Company
Posted: 2017-11-09 15:24:56 EST

Today, more than ever, consumers want transparency in the products they buy. From fresh lunch meat to salty snacks, consumers want to be sure the items they add to their grocery baskets are contributing to the lifestyles they desire. And as consumers continue to educate themselves about exactly what’s in—and not in—the items they buy, sales of products with transparent attributes are significantly outpacing conventional products.

Transparency is big business, and more importantly, it’s growing sales. Across the fast-moving consumer goods (FMCG) landscape in the U.S., sales of products with transparency claims* have grown 9% over last year and now represent 31% of sales. Comparatively, sales of conventional products have dropped 2% over the same period. Products with transparency claims have even managed to grow sales in food categories that are posting declining sales.

And as people continue to shift their spend back to the basics, the perimeter departments lead the charge by accounting for 40.3% of all transparent dollar sales. It doesn’t get much more basic than an apple or salmon filet, so it’s not surprising to see that products with minimal ingredients account for the majority of perishable transparency sales; however, growth rates among claims vary depending on the fresh category. While organic products across the fresh perishable category have grown 10% in the last year, berries, bananas and fresh beef are leading the pack with sales spikes of 29%, 23% and 18%, respectively.

To read the rest of the story, please go to: The Nielsen Company

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